One Bold Content Marketing Prediction for 2016
In 2016, a company such as Amazon, eBay or WalMart will acquire Yahoo. Joe Pulizzi has often noted there are two choices in content marketing – build an audience or buy one. He recently made a credible argument that Nike...Read More
In Content Marketing, Marketers Might be Losing Their Way
Content marketing is blending the functions of marketing and sales to the extent, marketing has lost its focus on creating demand. That’s my take after listening to Tom Webster evolve a concept over couple of podcasts on The Marketing Companion...Read More
9 Content Snacks from the Story of Content Marketing
The best way to excel at content marketing is to “be the story.” That’s according to the new documentary by the Content Marketing Institute: The Story of Content. The film, which runs a little more than 40 minutes, explores what...Read More
Teaching and Relevance: The Last Mile in Marketing
How is it possible for a sales rep to sell prescription drugs to medical doctors? That was my question to a pharmaceutical sales rep in my MBA cohort a decade ago. His answer was straight-forward and to the effect: I’ll...Read More
B2B Solved the Biggest Content Marketing Challenge Yesterday
Sometimes the answers are hidden in plain sight. Content marketing surveys consistently demonstrate the biggest barrier facing marketer is feeding the content monster. For example, 54% percent of 1,800 respondents said, “creating engaging content” was the top content marketing challenge...Read More
Market Priming: Setting Conditions for a Product Launch
Two or three days into the operation, thousands of troops were just about poised to launch an especially dangerous assault across a choke point. Getting across, and gaining a foothold would be decisive to the operation. The ability to...Read More
Engineering the Enterprise for Content Marketing
Recently a puzzle like the one nearby made rounds on the web. Fifth-grade students allegedly can solve this problem in 20 seconds or less. If you tried and failed, you are not alone and we are together in this one. ...Read More
Scale Content Marketing: Employees are the Secret
“The biggest challenge is that we are moving from an industry that could create one amazing commercial to reach consumers to an ecosystem with a diversified channel structure,” according to Mike Scafidi, marketing operations with PepsiCo. His commentary was presented...Read More
Visibility is a Commodity; Trust is the Ultimate Conversion
It was the third comment this week. The comment was vaguely related so as to give the appearance of relevance. It was also exuberant in its enthusiasm so as to pass as complimentary. And it dropped a hyperlink. For many...Read More
We Should Measure Content Marketing by Relationships
As a metric for content marketing, pageviews are flawed according to a white paper – Why Content Marketers Are Using All the Wrong Metrics – published by Contently. The company provides the combination of a talent marketplace and content marketing software to manage...Read More
